They say you can judge a community by how it treats its most vulnerable.
So what better way to showcase Rotorua's sense of community than through this year's Rotorua Daily Post Christmas Appeal.
Today, we launch our annual six-week appeal to collect as much food and money as we can for the Salvation Army Rotorua Foodbank.
It's my first year being involved in this annual appeal but looking back on our archives it seems it brings out the best in our community.
Everyone, everywhere, from schools to retirement villages has opened their pockets in previous years to give generously to those who would otherwise go without, and I'm hoping this year is no different.
Read more:
• Rotorua Daily Post launches Christmas Appeal